TheClassificationofAdvertisingandItsRelationshipwithConsumers’BuyingDecision.doc

The Classification of Advertising and Its Relationship with Consumers Buying Decision Wang Xue LianAbstract:Advertising is so familiar with us. This paper expounds the classification of advertising and its relationship with consumers buying decision. At the beginning, the paper proofs the definitions of advertising. There are many kinds of definition for advertising. We can judge which one is the correct, although they have closely relationship. From these definitions, we can get different understandings about the advertising. The second part is talking about the history of advertising. The aim is to talk about the time, which are from 17th to 20th. If we want to know advertising, we should know more information about it, so in this part, it includes the function of advertising. The third part that is the important part. The paper is talking about the classifications of advertising and its relationship with consumers buying decision. This part includes two aspects, one is the classifications of advertising; the other one is relationship between adverting and consumers buying decision and the structure of advertising. In this paper, there are many examples to be illustrated with the relative information, although they are not enough. To sum up, advertising is not only a science to be researched, but is an art to appreciate for us.Key words: advertising, consumers buying decision, personality, attractive, affect. Part 1. Definition; Classification1. 1. The Definition of Advertising. Advertising is not very strange to the modern society, it is so closely related with our daily life. The advertising is the special to attract the consumers buying decision, from the primitive wall-picture to many kinds of mass medium nowadays, from the street sign to the influence of consumers buying decision.If we really want to know the relationship between advertising and consumers buying decision, firstly, we should what is the meaning of advertising; secondly, the history of advertising, also we can know about the background of todays advertising. Therefore, in the historic period, how did advertising enter to consumers mind, what kind of way consumers buy goods? Then, it is one of advertising crucial factors; thirdly, the function of advertising. We also should know more about the classification of advertising, finally.As we know, the national development depends on the social civilization. There is no doubt, social civilization can influence to a more or less extends to advertising. Also, advertisement will develop with the civilization of a society. What is advertising? There are many kinds of definitions for “advertising” .The American Marketing Associations definition of advertising run as following: Advertising is a paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor. (The Language of Advertising Angela Goddard)Advertising is so familiar to modern readers that question is may seem old to ask what an advertising is. I think, from this issue, advertising can be explained as same as advertisement. Albert Lascar, the father of modern advertising, said that advertising is salesmanship in print. (Advertising Bovver, Arenas)Today, we all have strong concepts of what advertising is, and we also tend to have very strong opinions and prejudices about it. For example, in recent years, people like to give the definition into the simple way just as Lascar says. Because they didnt have enough high technology, they didnt pass a long economic process, social process, etc. Definitions of advertising are divers and varied. It may be defined as a communication process, a marketing process, an economic and social process, a public relations process, or an information and persuasion process, depending on the point of view. 1.2. The history of advertisingThere is a brief resume for the development of the historical advertising. It including several aspects:i): criers and trade / street signs Several thousand years ago, the Greeks used criers to advertise their wares. Trade signs were also used by the Greeks, but more specially by the Romans who used them as inn signs. Trade signs still in use today were an early form of advertising, for example, the three golden globes of the pawnbroker.Advertising also appeared on walls, especially near what were termed gathering places, that is street corners, the baths or any other public places where the local population meet to chat. From this piece of information we have known the simple way of advertising that people used many years ago, especially the street signs. It is illustrated that people had known advertising earlier. ii): printing In the later half of the 15th century, advertising began to grow with the development of printing techniques. Most advertisers used handbills and posters. This phenomenon is appearing at present. Many cosmetics industrial factories use much money to print beautiful handbills; the aim is to persuade consumers to buy their cosmetics. The consumers would like to see the advertisement, which are more colorful, more beautiful. So, they would be motivated to buy the product better propagated. iii): the 17th century Advertising in the press continued to grow, and by the mid-17th century, a publication entitled “The Pub lick Advertiser” appeared. It was the first paper to consist totally of advertisement, and cost too money. In 1662 the Printing Act came into force, which restricted printing and, for the most part, placed responsibility for it in the hand of the Master Printers. By the end of the 17th century, many goods were advertised on handbills and posters, and in newspapers and periodicals.iv): the industrial revolution The population was growing rapidly during the Industrial Revolution. This period thus saw advertising grow to become more commonly used in product promotion in the market competition. In the 18th century, in London, also, for the first time, advertisers were able to decide which newspaper best reached their specific customers. They have many choices to reach their purpose. Before this period, advertisers just used printing way or other ways to inform customers of their products, but in this period, as the advertising become so common, they had began to change the way of propaganda.v): the 19th century During the first half of the 19th century, a tax revived on both individual advertisements and newspapers. A large expansion in the variety of newspapers, as well as in the number of advertisement, which appeared in them. In newspapers, advertisements were used to build up a mass market for the product being advertised. Posters were the second most popular kind of advertising media during this century. Handbills were also widely used and were given to passers-by in the street.vi): advertising agencies and the 20th centuryAdvertising agencies began to appear in the 1880s. At the same time, technology was being used more and more in the production of newspapers. A almost ceased during the First World War, because companies found that they had full order books. The nature of advertisement changed during this period. During the interwar period, the use of market research to assess market potential grew. This made advertising more effective.During the Second World War, it was important for advertisers to keep a high profit. The government protected to be the major advertiser during this period.In the 1960s, cinema was also this period. vii): the 1990s (1) Posters are no longer as popular as they were in the last period.(2) Enamel signs, so popular in the first few years of the century, have almost disappeared. (3) The number of cinemas has reduced by almost 25 percent since the Second World War ended.(4) Advertising agencies are now more widely used by companies to advise no content as well as on what media to use to advertise products. Until now, people can see advertisement anywhere, anytime, when you go to the net-bar to play computer, you will see many advertising of technology. When you listen to radio, of course, you will hear a series of advertisements, which centers on their programs. The purpose is to attract people to listen their program everyday, then they can get more benefit and they will afford to improve the programs.Advertising is the method used by a wide variety of organizations to: Communication a messages to a selected audience; Persuade people to buy a product service; Highlight specific features /qualities inherent within the product /services. 1.3. The functions of advertising In addition to the definitions of advertising, we should know the function of advertising in society. In many opinions, advertising acts as a bridge between consumers and producers, between society and trade, between culture and the world. Advertising, as a tool of the mass-marketing system, is one of the major forces that have helped improve the standard of living in this country and around the world. By publicizing the material, social, and culture opportunities of a free enterprise, consumer society, advertising has encouraged increased productivity by both management and labor force. Advertising also meet social needs. Also, advertising has had both positive and negative effects on consumers that have led to important social and legal changes. 2. Classification of advertising 2.1. Classification by Target Audience. In this part, target audience include two aspects, one is the consumer advertising, most of the advertisements we see in the mass media; for example, television, radio, newspapers and magazines are consumer advertisement. The other is business advertising, it is often said to be invisible because unless you are actively involved in some business, you are not likely to see it. In this little part, it include industrial, trade advertising, professional advertising, farm advertising. 2.2. Classification by Geographic Area Covered. It includes four aspects: International Advertising, it is advertising directed at overseas markets and as a field of study it has grown so fast and become so important that we have devoted an entire chapter to the subject; National Advertising, it aimed at domestic customers in several regions of the country; Regional Advertising, many products are sold in only one area or region of the country; Local Advertising, it is called retail advertising simply, because most of it is paid for by retailers .2.3. Classification by Medium and by Function of Purpose.Advertising can be classified on the basis of medium used on transmitting the massage .For example, radio, television, computer, etc. It is on the basis of the sponsors general objectives. It includes three aspects: Product versus No product advertising. Product advertising is intended to promote products and services; Nonproductive advertising is designed to sell ideas; Commercial versus Noncommercial advertising. A commercial advertisement promotes goods, services, or ideas for a business with the exception of making a profit. A noncommercial advertisement is sponsored by or for a charitable institution, civic group, or religious or political organization; Direct-Action versus and Indirect-Action Advertising. To the many kinds of advertising, maybe they can make people confused. People cannot decide which one is better, which one is the best. For these problems, people often hesitate. On the other hand, the advertisement can bring negative influence to consumers. People usually can make mistaken choice under the guide of advertising. So, we should have the extremely target, and then to choose.Part 2.The Relationship between Advertising and Consumers Buying Decision; Structure of Advertising.1.1. Relationship between Advertising and Consumers Buying Decision.Therefore, it is of great necessity to discuss the consumers buying decision. So as to make better communication in advertising. From the following analyses, we will understand some relationship between society and advertising, the arterial language of advertising. The thesis attempts to discuss some relationship between advertising and consumers buying decision, what influences have been made after buying or after advertising? Some people regard advertising as an art. Others regard it as a science. Actually, I think, it is unique combination of these two aspects. Advertising effectively bands the information and knowledge gained from the behavioral science (anthropology sociology, psychology, etc.) with the craft and talent of the communicating arts (writing and printing drama and theatrical production, graphic design, photograph, etc.) to motivate, modify, or reinforced consumer perceptions, beliefs, attitudes and behavior. To accomplish this, people in charge of marketing and advertising try to be conscious of peoples attitudes, values, likes and dislikes, habits, fears, wants and desires. And science there characteristics are always changing; steps must be taken to monitor them. I think, sometimes, not only the tone of advertising does reflect differences I accepted social behavior, but also the customers themselves changed considerably over these years.In the different ages and with different life styles, people have different values. In the past, people bought goods for living, they didnt care much about the shape, outward appearance, they only paid much attention to their worth, which are expected to be of excellent quality and reasonable price.But nowadays, they think differently, acts and dress differently, lives a very different lifestyle and seeks completely different product benefits. They think different classes buy different products. For example, some richer men like to buy name brands, they dont care about the price, and they just feel comfortable when they buy first-rate products. But what is the relationship between advertising and buying decision? There are two steps in understanding this relationship between consumers behavior and advertising. First, its important to realize the complexity of human behaviorhow extensive a variety of influences affect it. I think it is very important. Second, we need to understand how marketers capitalize on these influences by clustering consumers who tend to behave in the same way. Another understanding of the influences on the buying decision is buying decision will be made based on a number of facts. Some of these factors device from basic echoic revenues, that is, how much money the individual can afford to spend; the price of the product, and consequently the individuals idea about what is value for money when a substituted product may be a realistic alternative, for example, “own brand ” as opposed to a well- known brand. Id like to agree with the second understanding of the influences on the buying decision. But what motivates us to buy. I think the motivations to take action is triggered by a specific need, for instance, the need to sleep motivate us to take action to buy a bed or find a good place to sleep.Motives are the encouragement, which drives us to take action. If a particular group does not accept us, we try to change our behaviors to become more acceptable. Similarly, if we are sleepy, we take action to change the need and reduce tension. Because motives are derived from needs, motives can lead us to take action to purchase a product/service. However, motives do not tell us which product to buy from the variety of products available; there are other influences that persuade us to purchase one particular product as opposed to anotherFor the consumers behavior, motivation refers to various underlying drives that contribute to the individual consumers purchasing actions. These drives stem from the conscious of the consumer. Needs are the basic, human forces that motivate a person to do some shopping? Wants are those mends that are learned during a persons life Unfortunately, motivations cannot be directly obverses, when we see someone eat, we assume he is hungry, but that may not be correct. People eat for a variety of reasons besides hungerto be sociable, because it is time to eat, because they are bored, or because they are nervous, or because they are eating for pastime.People have different needs and wants and, therefore, different motivations. Understanding needs is very complex; one need might be satisfied in many ways. Likewise, the same product might satisfy different needs for different people, and it is always clear with need or want a product is satisfying. Sometimes, not only advertising can influence the consumers buying decision, but also there is a main factor personal buying decision. A persons perception of this intergraded entity may be affective by the individuals self-concept, needs and motivations, knowledge, past experience, feelings, attitudes, and personality. Although buying decision in organizations are made by both individuals and groups of individuals, all of whom are influence by issues similar to those which affect their personal buying decisions, just like this: Outputs product/brand supplier Promotion when to buy Social Technological Price Influences on the buying decision Of course, I think the importance of personal influences on consumer behavior is our inner self. The goal of advertising is to influence peoples attitudes and buying behavior, but it is difficult to predict the success of planned advertising programs because human beings are all individuals. Each behaves differently, thereby making mass consumer behavior essentially unpredictable. To further complicate the advertisers goal of influencing consumer behavior, consider these problems. First, people at